D-Day at Taco Bell: Doritos Locos Tacos drop

Today, after test marketing the Doritos Locos Tacos in the culinary wonderlands of Bakersfield and Fresno, the neon orange monstrosity is available nationwide.

Apparently, it’s catching on down there:

Taco Bell said one out of every three purchases at those stores included Doritos Locos Tacos — about twice the typical number of purchases of a test product.

“It’s kind of like the brand has its mojo back,” said Brian Niccol, Taco Bell’s chief marketing and innovation officer who declined to give details on the company’s deal with PepsiCo Inc.’s Frito-Lay snack unit, which makes Doritos. “We’re doing what we really do best, which is first innovation.” (Associated Press)